The functional water market is facing a rapid growth in the U.S. This could result from consumer preferences shifting from sugar and carbonated beverages to water. In 2015, Americans consumed about 319.8 billion liters of packaged water compared to 226 billion liters of carbonated drinks. Over the last few years, flavored and functional water became a go-to beverage of choice for many Americans. The sales of functional bottled water in the United States amounted to about 2.19 billion U.S. dollars in 2015 and was projected to reach 2.88 billion U.S. dollars by 2020. According to a 2016 survey, 16 percent of Americans stated that functional attributes are the leading factor they consider when drinking their preferred non-alcoholic beverage. Functional water is gaining popularity among the U.S. population as a result of consumers’ increasing desire for more than only hydration when selecting their healthy beverages. About 63 percent of U.S. consumers are looking for a good source of calcium in their beverage and around 60 percent desire it to be a good source of antioxidants.
Coconut water, which is considered to provide various health benefits such as antioxidant properties, was the most popular functional plant-based water in 2016. In that year, the sales volume of coconut water worldwide amounted to about 796.8 million liters compared to 33.2 million liters of other plant water. The coconut water market has experienced a rapid growth in 2016 with global sales reaching some 2.2 billion U.S. dollars compared to only 533 million U.S. dollars in 2011. U.S. market has also seen a growth of about 27 percent in 2015.